The new decade is here
and with it comes an array of different marketing channels to sell products and
services. In an era where you can get almost anything at the click of button,
entrepreneurs are often left to wonder how they can stand out and what they can
do to “sell their fish” in the new decade? There are numerous different
marketing and communication channels and methods that entrepreneurs can use to
promote their products and services, but which one works best?
As Sir Richard Branson
says, entrepreneurs need to take their business to where the conversation is
happening. Chanell Kemp, reputation specialist at Reputation Matters, adds,
“Our motto at Reputation Matters is to create businesses that people want to
do business with.” Taking your business where the conversation is, is an
excellent start, but how do you determine where that is? Which channels should
you use to communicate your messages and how can entrepreneurs position
themselves in an ever-changing market? According to Kemp, there are five
crucial steps to take your business to the conversation in 2020.
Step one: Cultivate a clear vision: “A lack of a clear vision is like getting into a car
with a blindfold on,” says Kemp. You need to know what it is you want to
achieve and add as much detail as possible. Set yourself a big goal for the
year ahead and break it down into smaller stepping stones of what you need to
do each quarter in order to get to your big goal. Write down what you want to
achieve, what you stand for as well as your brand promise and make sure it
aligns with your vision.
Step two: Research: Research is the roadmap to your vision and it
provides you with the crucial data and information you need in order to reach
your goals you set out in step one, as well as defining and understanding your
target audience. “Understanding exactly what makes your specific target
audience tick, whether they are eight or 80, will enable you to know exactly
what to communicate to whom, through the most effective channel of
communication as well as the best time to do so. This means that you target
your audience according to their specific needs, as opposed to a ‘spray and pray’
approach to try and reach everyone and ending up reaching no one,” continues
Kemp.
Step three: Targeted messages: Once you know where you are going and you have
gathered the facts, you can start creating messages for each target audience.
“The way you communicate and explain something to your children differs from
the way that you communicate with your grandmother. Why should this not apply
to your marketing and communication messages as well?” says Kemp. Different
genders, age groups and cultures should ideally have messages that are targeted
at them and that speaks to them directly. As long as the brand promise remains
the same and authentic, the messages can be shaped to appeal to different
target markets.
Step four: Choosing the channels: The next step in taking your business to the
conversation is to choose the correct channel to communicate to the different
target audiences. Communication channels can include email, instant messages,
social media, telephone calls, face to face meetings, or newsletters. During
the research phase, entrepreneurs should also focus on determining which
channels are the most effective channel when communicating with the different
target audiences. “Utilising these different channels will ensure that your
target audiences feel valued and they will know that you listened to their
needs and preferences,” continues Kemp. It does not help to have a TikTok
account just for the sake of it because it’s the latest fad, but it is never
updated and your key audience hardly knows that it exists or what a hashtag is.
Step five: Build lasting relationships: In an era where computers and social media are
dominating the way we communicate, it is important to realize that we are
dealing with people. “Building interpersonal relationships, getting to know
your clients and really caring for them, will differentiate you from being just
another entrepreneur that communicates to the crowds. In order to really bring
your business to the conversation, you need to listen to your customers.
Listening is just as important as using the correct communication channels.
Give your customers the opportunity to give you feedback, in turn closing the
communication loop and building lasting relationships,” concludes Kemp.
For more information on Reputation Matters and to
measure your reputation, contact research@reputationmatters.co.za or visit www.reputationmatters.co.za.
Follow Reputation Matters on Facebook (@yourreputationmatters) or Twitter
(@ReputationIsKey).
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Media Contact:
Chanell Kemp
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